Executive Summary The goal of undertaking this research project is to study theconsolidated level of customer experience with Starbucks53 respondents from the Humber College LakeshoreCampus, both national and internationalKey findingsMajority respondents were in the age group of 20-30 years and85% of participants were international studentsMost of the customers visit Starbucks around once a week51% were satisfied with the taste of the drink, while barely 4%respondent strongly disagreedMajority respondents agreed to ambience and the overall comfortzone
Background Starbucks opened the first store in 1971 in Seattle, WashingtonCurrently, they have 11000 locations only in America, and17000 stores in 55 countries around the worldBrand ImageStarbucks intends for its brand image to come across astrendy, accessible and always consistentThe new retail extension systems joined with the productadvancement strategies to customize drinks has overall affectedcustomer satisfaction and brand image as a whole
Factors responsible for conducting thesurveyLOSS OF STORE SOULStarbucks had about 150% addition in retail stores, but variousstores developed were small and did not have seating spotIn America, 81 and 564 licensed stores were closed during2012 and 2011Starbucks product sales expanded, but statistically talking, thelikelihood of an item being sold failing to offer theindispensable value
OBJECTIVES1. To know about the brand popularity of Starbucks among itsconsumers.2. To study the perceptions of customers regarding the ambienceof Starbucks.3. To study the present level of customer satisfaction ofStarbucks4. To provide recommendations to raise the present level ofcustomer satisfaction of Starbucks.
METHODResearch Design The questionnaire was prepared on the basis of the collecteddata from internet for better understanding of the researchproblem Data consists of brand likeability, frequency of visits, storeambience, customer satisfaction, customer loyalty, etc.Primary Research Questionnaire was circulated to our target audience by meansof various social media platform and emailSecondary Research Secondary data was collected from internet (forums andcompany website), company published reports and magazines.
Sampling framework / Size The sampling frame consisted of the Humber lakeshoreCampus students who have visited Starbucks at least once Humber College is attended by students from all over theglobe giving the research a quality and genuine response The method used is probability sampling – simple randomsampling The research was prepared and executed in a span of 6 daysgiving the respondents an ample time frame of 4 days to fillour survey
ResultsRELEVANT VARIABLES CHOSEN To give us a strategic direction on how to integrate the brandmarketing mix for better performance The information was necessary to track customers behaviourand perception for Starbucks as a brandData was analyzed putting into consideration the followingvariables1. Service delivery2. Sex3. Age group4. Competitive Profile5. Brand Communication/Brand Promise
APPROPIATE ANALYSIS &INTERPRETATIONMETHODOLOGY Two in one study approach that will be both qualitative andquantitative known as “quail-quant” Qualitative was in form of Focus Group Session that gave usexploratory insights The quantitative survey relied solely on a well-structuredquestionnaire to give respondents the freedom to freelyexpress themselves The edge of this approach is the cross current of statisticaldepth as well as hidden attachments and expressions, whosemeaning can only be amplified through qualitative expressionsand analysis
COMMUNICATIONFollowing combinations were used by top brands for their brandcommunication : TIM HORTON’S: Radio, Television, Point of purchase, outdoorand events STARBUCKS: Radio, Television, Outdoor and Point of purchase COFFEE TIME: Point of Purchase, Outdoor NESTLE COFFEE MATE: Television, Point of Purchase andOutdoor presence
DATAANALYSIS The survey enabled to track all the necessary variables that canimpact on the market performance of the brandThe study also ascertained following facts and variables: Perception among consumers Width and depth of distribution. Price variable and dynamics Repeat patronage and loyalty level. Key brand patronage drivers and barriers. Geographical spread and strength. Likes and dislikes about various brands. Promotional impact and advert recall.
The result of the survey has given a clear insight that will ensurebrand activities are strategically and exceptionally relevant toconsumersSTRENGTHS Long presence in the market Brand Equity Excellent customer service built on customer insightWEAKNESS Poor brand visibility Poor response to new competitive spirit Poor brand presence
Recommendation We recommend that they should reduce the price ofthe beverages without compromising quality.Improving the supply chain and managing thetransport cost could trim some cost Starbucks should concentrate more on brandvisibility. New campaign and events would help buildawareness Store ambiance should be emphasized in order toincrease customer visits
Competitive advantage will bring new customers toStarbucks. Switch back to La Marzocco from Verismoin order to induce people with their flavorlock coffee Starbucks should emphasize on gathering the insightsof the world of coffee and acquaint them to the exoticcoffee brew.